How are viewer trends evolving at the World Cup?

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    World Cup trends

    How are viewer trends evolving at the World Cup?

    Welcome to the World Cup 2018 – the greatest sporting spectacle on earth. In 2014, the tournament attracted a global audience of 3.2 billion viewers, with as many as 1 billion tuning in for the final. While viewership is expected to be similar in 2018, evolving trends in consumption suggest that fans will be watching the coverage very differently compared to 2014.

    Across the globe, the continuing migration of viewers towards digital platforms, coupled with a worldwide rise in smartphone use, has contributed to a decline in television audiences. Today, millennials are embracing new forms of technology which are transforming the way that sports are being consumed – with live matches set to account for just a fraction of millennials’ engagement with this World Cup. Digital disruption is sweeping across the sports industry and the abundance of live sport across an array of channels and connected devices are increasingly driving new ways for fans to connect.

    These changes in viewing habits might be led by the young, but they are not alone. While it has become accepted wisdom that millennials are the driving force behind the changes in consumer behaviour, there’s evidence to suggest that sports fans of all ages are changing their viewing habits. In fact, 25% of fans between the ages of 50 and 64 follow their teams on social media, which has been attributed to these platforms providing instantaneous updates.

    In a progressively diverse and fragmented media landscape, the new ways in which sports fans are consuming content are forcing rights holders, broadcasters and other content owners to adapt their approaches to content delivery. The fact is, fans today want access to the latest content as quick as possible. And, their desire for immediacy is as important, if not more so, than quality. When it comes to satisfying an increasingly impatient audience – whether that applies to the end consumers or commercial partners and other B2B clients who require access to content – the challenge for rights holders is to make their content available on all platforms and on any screens as fast as possible.

    Fans want to feel part of the action wherever they are. From the point at which the national teams touch down in Russia, to the final whistle, and beyond, there is an opportunity for teams to implement video and engage with their fans across social media. We are already seeing the BBC post the latest clips to Twitter and Snapchat. Meanwhile Facebook has advised the English, Spanish and Portuguese football associations on how to approach this year’s tournament from a social media perspective.

    For rights holders big and small, the process of producing, cataloguing and distributing video content is a sizeable, costly and often resource-intensive undertaking. With hours of live video feeds and supporting video to manage, rising to the challenge is no mean feat – and nowhere is this challenge greater than at the highest levels of sport. To meet this demand, cloud-based Media Asset Management (MAM) solutions and tools have evolved that facilitate the production and delivery process in a manner that is both efficient and cost effective.

    The key to this new fan engagement approach needs to be based on delivering standards of service and a consistent experience that consumers won’t be able to get anywhere else. Through solutions like Imagen’s Sports Video Platform, rights holders can capture and store their content in a central, easily accessible location, and make better use of that content by making it available to anybody that needs it. Adapting quickly may feel impossible, but implementing the right technology ensures viewers stay loyal to you.

    In a progressively diverse and fragmented media landscape, the new ways in which sports fans are consuming content are forcing rights holders, broadcasters and other content owners to adapt their approaches to content delivery. The fact is, fans today want access to the latest content as quick as possible. And, their desire for immediacy is as important, if not more so, than quality. When it comes to satisfying an increasingly impatient audience – whether that applies to the end consumers or commercial partners and other B2B clients who require access to content – the challenge for rights holders is to make their content available on all platforms and on any screens as fast as possible.

    Fans want to feel part of the action wherever they are. From the point at which the national teams touch down in Russia, to the final whistle, and beyond, there is an opportunity for teams to implement video and engage with their fans across social media. We are already seeing the BBC post the latest clips to Twitter and Snapchat. Meanwhile Facebook has advised the English, Spanish and Portuguese football associations on how to approach this year’s tournament from a social media perspective.

    For rights holders big and small, the process of producing, cataloguing and distributing video content is a sizeable, costly and often resource-intensive undertaking. With hours of live video feeds and supporting video to manage, rising to the challenge is no mean feat – and nowhere is this challenge greater than at the highest levels of sport. To meet this demand, cloud-based Media Asset Management (MAM) solutions and tools have evolved that facilitate the production and delivery process in a manner that is both efficient and cost effective.

    The key to this new fan engagement approach needs to be based on delivering standards of service and a consistent experience that consumers won’t be able to get anywhere else. Through solutions like Imagen’s Sports Video Platform, rights holders can capture and store their content in a central, easily accessible location, and make better use of that content by making it available to anybody that needs it. Adapting quickly may feel impossible, but implementing the right technology ensures viewers stay loyal to you.

    Imagen helps sports organisations and media companies to manage and distribute their ever-growing media libraries – enabling fast, easy, secure and controlled access to content through a highly customisable content portal.

    Perfectly tuned for the needs of social and online delivery, our platform also offers a host of features that enable content owners to work quickly, efficiently and provide high quality content to ensure that viewers stay loyal to their brand.

    Speed to market, greater choice and ease of access are critical to maximising the value of sports content. Imagen allows rights holders to monetise near live video assets more effectively via a premium content distribution portal. Offering pinpoint time-based video searching, instant playback, online editing and high-speed file transfers Imagen also unlocks the full commercial potential in your archive.

    Jack Cammish

    Jack is our Master of Ceremonies - amongst many other Marketing activities, he manages delivery of the Imagen brand to the world through a number of events and tradeshows across the year.

    More posts by Jack Cammish

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